Chapter 14: Identifying and Qualifying Potential Donors

Identifying and qualifying donors begins internally, working with those most closely connected to the organization or mission, then progresses outward.  The constituency model helps development professionals analyze constituencies of donors as to their awareness, connection, and commitment. Key giving indicators can be detected utilizing linkage, ability, and interest (LAI). LAI helps to distinguish who an organization’s potential donors are and where these donors will fit within the constituency model. Further qualifying donor LAI and LIA (linkage, involvement, advocacy) is explored through high-tech resources like CRM management and wealth screening, as well as through grassroots strategies such as interviews and previous giving histories. Information sought begins at a basic demographic level, expands to affiliations and interest level, and culminates with influences on giving decisions. Actively and intentionally understanding and engaging donors of multiple races, ethnicities, genders, ages, and socio-economic levels ensures that the organization’s donor base is diverse, representative of those you serve, and sustainable.